Category Archives: Blog

By James Haslam App marketers are beginning to look beyond the confines of traditional paid marketing to impact their bottom lines. Thanks to the increasing difficulty of mobile marketing, as well as questions about the ethics and efficacy of paid advertising, marketers are seeking out different channels that can boost their brand image, build…

By Dennis MAKOWSKY As growth marketers, we are aware of Google Universal App Campaigns (UAC) powered by machine learning and their impact on how we architect and execute campaigns. The switch to UAC means app marketers no longer have visibility to optimize efforts at a granular level. However, our experiences show that UAC unlocks the…

by LINDA HARNISCH A tricky problem is forcing a paradigm shift in mobile app marketing. Paid acquisition is expensive and platforms are losing users before they generate revenue. Keeping customers loyal and enthusiastic, and retaining them in the long run is key. Mobile Customer Relationship Management (mCRM) describes exactly that–a systematic approach for companies to…

By THERESA CRAMER You’ve perfected your app. The UX is flawless. The finely tuned marketing strategy has been rolled out. Users are flocking in…but they aren’t always coming back. It’s a familiar problem. According to Localytics, 21% of users abandon an app after using it once. What’s more, CleverTap research shows the average app loses…

By SANDRA WU Most apps rely solely on Facebook for acquisition. It has the most mature targeting options of any advertiser out there, and also delivers on scale. However, if you want your app to stand out from the crowd, you have to try other means. At Blinkist, we’ve found success with paid content marketing,…

While app installs are showing signs of a slowdown, the latest data reveals time spent in-app is rising into the stratosphere and set to eclipse TV in 2019. Audiences are clearly addicted to using the apps they love, which would suggest they are also easier to monetize with established models such as advertising. But, in reality, the opposite is true. Studies…

Hot on the heels of reports that reveal AR and VR will become mainstream sooner than we expect, media companies are lining up to test the waters and push the boundaries. While they recognize that implementation of immersive technologies can bring audiences deeper into a story than text, 2D images, and video ever could, many have yet…

BY LOMIT PATEL The Facebook and Google Universal App Campaigns duopoly have long been great sources of new customers, but the challenge has always been scaling your acquisition efforts on these platforms. Typically, marketing budgets over $200,000 a month required using a third-party AdTech tool to help manage the complexities of those campaigns with multiple…

Ten years into the iPhone and global App Economy and all the rules have changed. For nearly a decade, app makers focused on app downloads and installs, the lower-funnel activity that powered staggering growth in the early days of the app store. Now, this focus has shifted due to a dawning realization that sustainable success…

In just a few years, the number of publishers building out branded content has soared from 15 to more than 600—and counting. But it’s not just their ranks that have grown. Many publishers have expanded their capabilities, harnessing teams, talent and tech to help brands create sponsored content and capture audiences. The New York Times…